Photography and cinematographer, Andrew Gulledge, needed a visual language that communicated his style and approach to prospective clients  before collaboration began.

Combine two of the artist’s design era inspirations into a single, harmonious identity.

My goal was to create a visual language and nomenclature that blended his respect for analog methods, his reverence for maritime enchantment, and his acute, emotional awareness. It didn't take very long for me to realize that Andrew’s care for craft was exceptional; instead of looking for shortcuts and cheats, he commits himself to the practice and mastery process. From choosing the right film, camera body, and lens, to developing the resulting film himself, he does everything physically possible to make sure each unique image tells a lasting story. My father always told me that "great design should appear timeless regardless of its time," and I saw that very spirit in Andrew's work as well.

My goal was to create a visual language and nomenclature that blended his respect for analog methods, his reverence for maritime enchantment, and his acute, emotional awareness. It didn't take very long for me to realize that Andrew’s care for craft was exceptional; instead of looking for shortcuts and cheats, he commits himself to the practice and mastery process. From choosing the right film, camera body, and lens, to developing the resulting film himself, he does everything physically possible to make sure each unique image tells a lasting story. My father always told me that "great design should appear timeless regardless of its time," and I saw that very spirit in Andrew's work as well.

My goal was to create a visual language and nomenclature that blended his respect for analog methods, his reverence for maritime enchantment, and his acute, emotional awareness. It didn't take very long for me to realize that Andrew’s care for craft was exceptional; instead of looking for shortcuts and cheats, he commits himself to the practice and mastery process. From choosing the right film, camera body, and lens, to developing the resulting film himself, he does everything physically possible to make sure each unique image tells a lasting story. My father always told me that "great design should appear timeless regardless of its time," and I saw that very spirit in Andrew's work as well.

The established simplicity of Sackers Gothic Std. is balanced by the delicate legibility of the 16th-century, typographic masterpiece, Garamond.​​​​​​​

When choosing the palette for Laveer, it was imperative to consider the emotional impact of vibrant hues. Because it can be boisterous and confident, I needed to choose a red with an approachable warmth. Combining this red with a subtle cream resulted in a bold yet inviting amalgamation.